I am not Sure if I’ll try: Barriers & Drivers of Consumption of Plant-Based Meat Alternative among Indian Consumers

Plant-based meat alternatives (PBMA) are gaining traction worldwide as a novel food category, yet it is struggling to establish a strong foothold in a few countries. Food habits are not confined to individuals but to societies, and it is unclear if PBMA products are a non-vegetarian alternative or another vegetarian add-on, especially in Hindu societies like India. With changing dietary behaviour and a more conscious lifestyle, especially after COVID-19, it is important to understand the factors determining the adoption of novel foods like PBMA. Comprehending the acceptance of PBMA among food neophiliacs and neophobic people in emerging markets will give an alternate perspective from dominant Western literature regarding food consumption. We explored various reasons for acceptance and resistance using structured observation and focus group discussions. We use the theory of consumption values to find the barriers and drivers of consuming PBMA among Indian consumers. In this exploratory study, we found that vegetarian consumers are hesitant to try PBMA mainly due to its delusional positioning with the use of the word chicken/meat on the label. For non-vegetarian consumers, the idea that one is eating veg chicken but not actually eating nonveg is itself deceitful. The delusion amongst the groups could be ratified by positioning it as a separate vegetarian category and not terming it as an alternative to meat. The findings from this work will enable more targeted marketing strategies and enhance the food neophobia literature, offering novel insights into sustainable food consumption.